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- Shifting Tides: The Trend That Will Separate Advisors From the Crowd in 2025
Shifting Tides: The Trend That Will Separate Advisors From the Crowd in 2025
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If you’re new to our Mastering Financial Content newsletter, welcome! You’re joining thousands of other financial professionals learning how to use content to build their online presence and attract more clients on a busy schedule.
Trust is Breaking Down, but the Need for Reliable Information is Greater Than Ever
The internet has become a battleground for misinformation, and trust in traditional media is at an all-time low. A recent study revealed that only 32% of Americans trust mass media, with trust among Republicans dropping as low as 11%.
Meanwhile, the rise of AI-generated content has flooded the internet at unprecedented levels—Copyleaks reported an 8,362% surge in AI-generated content from November 2022 to March 2024, and experts predict that by 2025, 90% of online content will be generated by AI.
While AI content isn’t inherently problematic, the scale and speed at which it’s created can amplify mistakes and misinformation. This leaves people yearning for trustworthy, accurate sources—especially when it comes to their finances. Financial advisors, banks, and investment platforms now have an unparalleled opportunity to fill this void.
The Opportunity: Repositioning as a Trusted Source
Amid the noise of misinformation and low-quality content, financial professionals are uniquely positioned to become trusted guides. According to studies, banks and financial advisors remain the most trusted sources of financial information. However, the way people consume information has shifted dramatically.
More than half of Americans get their news from social media, and 50% of them believe the financial information they find there is better than other sources.
This is an opening. By delivering high-quality, engaging, and human-centric financial news, you can meet clients where they are and strengthen your position as their go-to resource.
The Winners Will Meet People Where They Are
The game is simple: whoever delivers the news the best wins the trust and business of today’s consumers. The formula? Make your content:
Timely: Address what’s happening now. Your audience is already looking for it.
Simple: Break down complex economic topics into clear, actionable insights.
Relevant: Use relatable examples to show how the news affects their homes, savings, careers, or cost of living.
Where should you deliver this content? Social media and newsletters.
Social Media: Platforms like LinkedIn and Facebook are the new digital coffee shops, where you can “bump into” your audience with consistent, bite-sized updates. With LinkedIn heavily investing in video and news, it’s the ideal platform for financial professionals to stand out.
Newsletters: Email remains a powerhouse. 99% of email users check their inbox daily, and most Americans subscribe to multiple newsletters. This is your opportunity to stake your claim on potential clients. If they’re coming to you every week to feel informed, it will be nearly impossible for a competitor to take that business from you.
How to Do It Right
Social media grabs attention, but newsletters build deeper trust and engagement. Start by posting short, digestible updates on platforms like LinkedIn, then include a simple invitation to subscribe to your newsletter.
2. Keep It Human-Centric, Not Stock-Centric
Stop talking about how everything affects the stock market. Instead, frame your content around their concerns. They want to know how inflation, job reports, or interest rate changes will impact their everyday lives.
3. Leverage LinkedIn’s Priorities
LinkedIn is prioritizing video and news, making it easier than ever to reach your target audience. By creating simple, informative videos, you can establish your expertise in just minutes a day. You can find me at least once a week on one of LinkedIn News’ top stories because I’m breaking down simple economic events.
4. Consistency Over Complexity
A few posts a week and a weekly newsletter are all it takes. The trick is maintaining a steady rhythm with content that’s always relevant to your audience.
Why This Matters
In an era where 74% of Americans subscribe to at least 10 newsletters, financial professionals have a rare opportunity to stand out by becoming trusted sources of financial news. It’s not about reinventing the wheel—it’s about showing up consistently with content that adds value.
Let’s Make It Easy
Creating this kind of content might sound daunting, but it doesn’t have to be. That’s why I built Share Scoops Pro Content Suite: to make financial news and education accessible, shareable, and easy to use. Our users create engaging posts and newsletters in minutes, saving hours each week.
If you're interested, let's talk.